Research On The Marketing Strategy Of Beiqi New Energy Automobile

As energy shortage and the social people from all walks of life awareness of environmental protection,the traditional fuel cars have to keep up with the pace of market development,in the future there will be more car companies to join the new energy automotive industry,pay more attention to the innovation and the promotion of new energy vehicles,but also because this new energy automobile market will be completely turned into a buyer’s market,should pay more attention to promote innovation at the same time so the marketing strategy of the exploration.Beijing new energy automobile co.,LTD.(hereinafter referred to as Beijing new energy)in our country occupies a large part of new energy vehicles industry market share,including in the field of intelligent and network collaborative development of electric vehicles and charging pile construction and sharing of automobile and other fields have competitive,and to provide efficient and high quality service for the customer.As far as most consumers are concerned,they still hold a wait-and-see attitude towards new energy vehicles.At present,in addition to the strong purchase of new energy vehicles in Beijing and other regions caused by the clear policy of limiting the number of cars on the road,consumers in other regions have yet to fully understand new energy vehicles,so they need to supplement marketing methods to promote consumers’ buying intention.Besides,environmental problems are one of the obstacles to China’s development.New energy vehicles can reduce environmental pollution and drive the development of other industries and other types of clean energy.Research content includes:(1)based on consulting a large number of domestic and foreign literature,on the basis of the marketing strategy related literature at home and abroad is reviewed and summarized,and the basic characteristics of marketing management and strategy is reviewed,the new energy automotive industry marketing management are briefly introduced,and through the SWOT analysis,STP analysis and porter five models on the marketing of the external environment and internal environment,strengths,weaknesses,opportunities and challenges,etc.are analyzed.(2)issue a questionnaire on the satisfaction of baic’s marketing to the car owners who buy baic new energy,and find out some problems existing in the marketing of baic new energy vehicles,such as the lack of after-sales management,insufficient differentiation and insufficient brand influence.(3)us-ing the SERVQUAL model for analysis of this questionnaire,find the current its marketing customers are not satisfied with place,and put forward the countermeasures against the problems(4)analysis of the development of new energy cars now baic and marketing present situation,put forward the suitable for baic’s marketing plan,including the first is for various models of its own position,followed by the product differentiation marketing model and more lean management strategy,and in view of the large-scale use of advanced networking,try running diversified sales service strategy,Finally,according to the needs of customers to carry out service marketing strategy and combined with their own characteristics of the car store separation strategy.(5)the feasibility analysis of the scheme was carried out with the regression model,which proved the feasibility of the marketing scheme.The SERVQUAL model was used for the first time to analyze the marketing of new energy vehicles,and it was found that the marketing problems of BAIC included the lack of after-sales management concept,insufficient differentiation and insufficient brand influence.Through the selection of variables,model,regression model statistics and analysis and its economic implications,the feasibility analysis of the marketing plan design of BAIC.In addition to the original marketing plan,in the design of its future marketing plan,targeted improvements.